China Bans Advertising Hyperbole And Superlatives In Campaigns

China Bans Advertising Hyperbole And Superlatives In Campaigns
SHARE
THIS



If your campaign screams “best”, “market leading” or “number one seller” and it ain’t then watch out if you’re looking to sell it in China.

The Chinese government – often known for a fair bit of hubris itself – has introduced new laws this month preventing advertisers from embellishing a product’s claims.

The Wall Street Journal is reporting that the Chinese government has introduced new laws that prevent brands from using superlatives such as “highest”, “best” or “top level”.

China’s new laws can see firms fined as much as one million yuan ($AUD225,000) for using misleading language in marketing campaigns.

And it appears brands have to self-regulate. There’s no official list of words that can’t be used and companies that overstep the mark are quickly hauled over the coals by waiting and watching government officials.

“This version of the law emphasizes its importance and implementation. I think that’s why everybody takes this so seriously,” said Yin Wang, ad supervisor for a Shanghai-based Chinese language magazine was quoted as saying.

The WSJ is reporting that China has a long history of embellishing advertising slogans and claims that simply weren’t true. While the article reports a number of firms have had to hurriedly change websites, packaging and slogans to avoid the new hefty fines.

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]